Discovery now happens across search, AI, social, communities, and peer conversations. The BBC framework (borrow, brand, control) helps you decide where to show up, build mental availability, and stay remembered when buyers create shortlists off-site.

• The zero-click reality
• Why brand is now make-or-break
• What is the Borrow-Brand-Control (BBC) framework?

Borrowing helps you earn trust faster by showing up where your ICP already pays attention. The focus is finding the right channels, partnering with the people behind them, and using co-marketing or opt-in personal brand plays to reach buyers without spamming them.

• Identifying where your prospects already spend attention
• Co-marketing approaches that stand the f*ck out
• Helping your team build their personal brands

Brand helps buyers remember you before they start comparing options. Repeated exposure, recognizable signals, and meaning-free assets make your company easier to recall, while category audits show where your branding blends in instead of standing out.

• Building a suite of assets that stands the f*ck out
• Three asset discovery methods

Control keeps your message consistent as your brand shows up across more channels. A clear POV gives your assets and messaging a shared direction, while the CHIPS framework helps protect your segment, guide decisions, and keep your positioning coherent everywhere buyers encounter you.

• Understanding buyer triggers in your market
• Developing a point-of-view that cuts through
• Content strategies that build mental availability